"When Marc Pritchard walks on to a stage, the marketing industry tends to fall quiet. The chief brand officer of Procter & Gamble commands that sort of attention. After four decades with the company, he's seen marketing evolve from the dawn of the internet to the rise of AI. Yet at this year's ANA Masters of Marketing Conference in Orlando, his keynote made a surprisingly old-fashioned claim: the future of marketing lies in its past."
"Knowing your consumer, knowing your brand For Pritchard, insight remains the bedrock of brand building. "Know your consumer better than anyone. That's where the answers are," he says. "Insights lead to ideas, ideas lead to great campaigns." He points to Pampers' latest 'Behind Every Baby' work, rooted in the emotional truth that sleep - not just dryness - is what matters most to parents. "That came from deep insight, not data. We spend time connecting with consumers because that's where creativity starts.""
Marketing faces tremendous complexity from exponential technological change, AI and Gen AI, media-retail convergence, expanding e-commerce, and rising consumer expectations. Timeless lessons offer practical guidance: know consumers deeply, understand brand history, prioritize memorable advertising, build memory, and nurture strong creative relationships. Deep insights generate ideas and drive great campaigns, while emotional truths often matter more than raw data. Examples show that connecting with consumers fuels creativity and that brand roots reveal enduring strengths. Emphasizing these fundamentals helps marketers cut through noise and build enduring brands amid modern disruption.
Read at The Drum
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